Pricing and Marketing Strategy for Scooters Based on Matrix Data Analysis

• Main Authors: Jun-Way Chien, 簡駿蔚
• Other Authors: Shih-Yen Huang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/44493897278343032267

碩士 === 華梵大學 === 工業設計學系碩士班 === 103 === The scooter is currently used for transportation by most of the population in Taiwan. The booming scooter market is gradually directed from production-oriented toward consumer-oriented market in recent years. Thus, scooter marketing strategy may need to conconsider consumer demand and meet consumer preferences in a highly competitive market. Basically, consumers may first confirm the reasonable price of the product meeting consistently with their budget and product's features such as the appearance of the product when buying new scooters. However, price, function, and appearance are key attributes for sales in the process of purchasing scooters in addition to the corporate brand image. In this study, price and marketing analysis for five motorcycle brands are conducted to identify the main products for each brand through the quantitative analysis with high, medium and low price range of competitive products. The result may help the company marketing department understand the consumer needs and provide objective analysis of pricing and marketing strategies by using two-dimensional scale and sale weights, from which a monthly sales turnover is applied to understand the difference between marketing difference between the various products and consumers. The result also shows both pricing and brand preference of consumers which can be applied to the product price and marketing strategies.